Are agency fandoms going too far? Meet the anonymous superfan hyping W+K Sydney

Scrolling through Instagram, you’ll find a fan account for almost anything – home reno tips, Excel hacks, Game of Thrones theories (including the all-important question: could Darth Vader beat the Night King?). But a fan account for a creative agency? That’s a new one. At least until @wk_sydney_unofficial appeared – a dedicated homage to Wieden+Kennedy Sydney, complete with memes, mixtapes and even a Minecraft diorama of the agency’s office. Equal parts obsessive and oddly wholesome, the account raises the question: why? Campaign Brief tracked down the anonymous superfan to find out what fuels their devotion – and whether it’s really all about scoring an invite to the agency’s Christmas party.

Firstly, why W+K Sydney? What is it about the agency that made you want to be their unofficial hype machine?

Great dogs, great work, great clients (I’m loving the new McCafe blend). Friendly vibe on Instagram – I recommend giving them a follow!

For those not already across your work, what kind of content are you making?

Oh you know, the normal stuff. I’ve done drawings of their posts, made mixtapes, and merch. I’m building a diorama of their office in Minecraft. Normal stuff.

How have they reacted? Do you think they know you exist?

They drop nice comments all the time. Plus a few DMs here and there. On some level I want to get patted on the back, but then at the end of the day if it helps them, that’s all I can ask for. I want them to be happy.

There’s a rumour that this is just a thinly veiled attempt at getting an invite to their Christmas party. Is that true? What’s your goal here?

It started as the chance to get onto the McChicken Christmas yacht, but now I’m not so sure. The more time I spend on them the more I like them.

Do your friends know about this? Are they worried?

Most of my friends would say this is totally something I would do, and makes sense for me… whatever that means.

Any message you want to give the team at Wieden+Kennedy directly?

You guys are great, never change, also please look at my work.

What should readers do after seeing this interview?

Step 1. Open the Instagram app
Step 2. Press follow on the Wieden+Kennedy Sydney account – @wk_sydney
Step 3. Follow me – @wk_sydney_unofficial

Check out some of our Campaign Brief’s favourite posts from @wk_sydney_unofficial below:

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